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The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

Supply Chain Management (SCM) includes management of materials, products, services, information and financial flows which network of consisting suppliers, manufacturers, logistics service companies, and clients. The individual elements of this chain with coordination and integration of each element to perform themselves ensure successful of SCM. Information technology has a very important role in activities for coordination and integration of supply chain. Acceleration of sharing information, simplification and increasing of reliability provide effective use of time in logistics companies, cost savings like effective management ways. In this prepared study which taking into account the positive impact on supply chain of information technologies, it was investigated on the effectiveness of sharing information of supply chain by examining infrastructure of the information technology, ranging from the production of raw materials to the end user in SCM. The results of the analyses by using the structural equation model indicate that the use of information technology in supply chain management enhances the relationship between buyer-supplier; the enhancement of such relationship improves the quality, safety, and flexibility of products and reduces the cost of products; as a result, it increases firm performance.

Supply Chain Management (SCM) includes management of materials, products, services, information and financial flows which network of consisting suppliers, manufacturers, logistics service companies, and clients. The individual elements of this chain with coordination and integration of each element to perform themselves ensure successful of SCM. Information technology has a very important role in activities for coordination and integration of supply chain. Acceleration of sharing information, simplification and increasing of reliability provide effective use of time in logistics companies, cost savings like effective management ways. In this prepared study which taking into account the positive impact on supply chain of information technologies, it was investigated on the effectiveness of sharing information of supply chain by examining infrastructure of the information technology, ranging from the production of raw materials to the end user in SCM. The results of the analyses by using the structural equation model indicate that the use of information technology in supply chain management enhances the relationship between buyer-supplier; the enhancement of such relationship improves the quality, safety, and flexibility of products and reduces the cost of products; as a result, it increases firm performance.

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.